What’s in the lunchbox?

Hope Mission's Insta page gets interactive with the help of Trigger.

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You couldn’t click the home icon on Facebook and Instagram yesterday without bumping into a photo of a child, standing proudly in cool, new threads on the steps of their home as they brace for their first day back at school. Social media is a hub for proud mums and dads, and so Hope Mission in Alberta and agency Trigger decided to join in the conversation by creating an interactive Insta profile to help attract donations to feed underprivileged and vulnerable kids at school.  The Hope_Lunchbox profile contains images of (you guessed it) a lunchbox that, when clicked, come up with tags for other pages, such as Hope_Veggie, Hope_Sandwich and Hope_Apple. When a user visits the tagged profiles, they arrive at another lunchbox, but this time, it reveals videos of what’s inside (a veggie, a sandwich, apple, granola or juicebox), and implores viewers to donate $3 to feed a child at school today.


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Credits:Brand: Hope Mission
Agency: Trigger
Creative Director: Johnny Talisman
Art Director: Teresa Leung
Copywriter: Jordan Finlayson
Designer: Liz Gatapia
Photographer: Brendan Stephens